After months of leaks, with early looks coming in forms ranging from a single Sense 6 screenshot to a fourteen-minute hands-on video in German, we've feared that HTC would have little new left to unveil on the Big Day. That remains to be seen. Now at a simultaneous launch event held in London and New York City this morning, the company has finally formally introduced its new 2014 flagship.

The HTC One M8's screen has jumped to 5-inches (up from 4.7-inches), but it retains its 1920 x 1080 resolution, dropping the PPI down to 440 (down from 469).

The All New HTC One (M8), the phone that's been leaked more than any device in recent history, is going to get officially unveiled later on today at an event in NYC. It is my pleasure to announce that the Google Play Edition, meaning stock Android, now looks to be confirmed and will be joining the Sense variant at some point, hopefully as early as today. While not entirely unexpected, there was a chance that HTC would opt out of the GPE program this time around.

Come on HTC, save some surprises for the event! We're mere hours away from the announcement for the new HTC One and the nuggets keep rolling in. This time it's a pair of fresh-faced apps on the Play Store: BlinkFeed Launcher and the HTC Service Pack. At present, both apps are incompatible with the HTC One released in 2013, suggesting they may either be intended exclusively for the m8 or Sense 6, or HTC is restricting downloads until after the event.

In case you need more proof that the new HTC One is the worst kept secret in mobile tech since the Nexus 5, we offer People's Exhibit A W. This video gives the Verizon-branded M8 almost 10 minutes of time in the spotlight and provides a really good comparison to the first-generation HTC One.

HTC might have been cool with a handful of M8 leaks to stir up interest, but this is probably not what the Taiwanese company had in mind. For a second time, the new HTC One has taken center stage in a video hands-on. This time it's 14 minutes long and entirely in German. We do not speak German.

This video really digs into the software experience and shows off that dual-camera.

HTC has an event scheduled for March 25th where it will announce its very leaky flagship device for 2014. According to a press release from UK retailer Carphone Warehouse, the new HTC One (M8) will be on sale immediately following the announcement. That's one way to head off Samsung.

HTC isn't expected to announce the new HTC One until late March, but press renders of the device have already been circulating online. Now things have gotten even leakier with a 12-minute video showing all the angles of the device, as well as some of the software.

Based on what can be seen in the video, HTC's new flagship definitely has a more round appearance and plenty of KitKat transparency with the on-screen buttons and colorful status bar.

HTC isn't going to get its big reveal next month – it looks like the new HTC One (or whatever they call it) is going to be old news by then. This time we have a new press shot from @evleaks of the device with AT&T branding.

Update: Some owners have also reported to us that the update is rolling out in France, Germany, Italy, the Netherlands, and other European countries as well.

HTC is steadily dishing out KitKat to HTC Ones all over the place, and now it's the UK's turn. The company has started the Android 4.4 rollout today, which will continue over the next several weeks. It might not yet be your turn in line, but that doesn't mean there's any harm in checking right away.